How to Pursue an Emotional Connection to Build a Brand

An emotional connection is a powerful contributor in a customer becoming loyal to your brand and there are multiple ways you can foster that emotional connection. Building that relationship means you’re able to nurture your customers and see repeat purchases from them. If your customers don’t feel emotionally connected with you, they won’t see any reason to buy from you.

To get you started, here are 6 ways you can create that emotional connection and build your brand.

1. Include emotion and experience in your brand strategy

Emotion is crucial to the experience of forming friendships.

Creating a relationship between a brand and a customer is key to building loyalty.

If your brand can create a positive emotional connection with a customer, the customer will then associate that positivity with your brand and likely be a customer for a longer period of time.

The way that customers form these connections has changed in the digital era.

2. Build a community around your brand

Create the conditions in which a strong, well-connected community can grow and thrive. You can do this by providing an online environment where members can communicate with your brand and each other.

Online interactions such as forums, polls, and apps can work very well for this. You can also get some face-time with your customers by organizing live gatherings where they can give you feedback and see that you are interested in, and value, their opinions.

3. Get to know your audience

Do some research and find out what your customers are motivated by:

• What makes them tick?
• What do they consider important?
• Where are their pain points?
• Do they value individuality or fitting in with the crowd?

4. Create an immersive experience

There’s nothing like human interaction when it comes to marketing. It’s perfect for helping to create an immersive experience for the customer. The benefits gained from bringing customers and brand representatives together is worth the cost of making these events happen. Real life meetings cannot be matched when it comes to building trust between a customer and your brand. These events are also a good opportunity for dialogue between attendees and brand representatives, a space where customers can interact and see that the brand is responsive to their ideas and concerns.

5. Invest in staff advocacy and get everyone on board

Be sure your staff know the importance of creating a positive emotional connection between the brand and its customers. Your employees are critical to this goal. They must be kind, cheerful, helpful, friendly, polite, and trustworthy. They are the face of the company.

Your employees also need to be good listeners, and know how to empathize with the customers they interact with. A positive, or negative, experience with one of your staff can define your brand for a customer. This means every interaction between your brand and a customer will either reinforce or damage their belief that your brand understands and cares about them

6. Know how to use your customer data

It’s important that your content strategy is based on accurate data about your customers. Data can help us understand emotions, but that requires knowing how to properly interpret it. Not only must the data be understood and interpreted, but it should be used creatively, to illicit positive customer emotions.

Conclusion

People can be wary of trusting companies, and there are good reasons for this distrust. The key is to become a trusted and familiar face to your customer base. Customers now have more choice than ever, and that makes forming emotional connections very important. With the right strategy, customers will form positive associations with your brand, and your brand almost becomes an old, trusted friend.